Traditional canned fruit is frighteningly sweet, with sodium saccharin and cyclamate.

This was very popular in the era of lack of food and clothing, and people usually did not eat much fruit, not even sugar intake, and canned fruit could make up for it.

If you want to create a healthy product, you have to be different.

The Tangram Cup series has a very low sugar content and tastes slightly sweet, so it is not a lie that ordinary diabetics can also eat it.

Of course, in order to avoid accidents, the box will also be specially noted: For your health, patients with severe diabetes should not consume this product. For patients with mild diabetes, a small amount can be consumed with the confirmation of a doctor.

After watching the filming of the advertisement throughout the whole process, Song Weiyang asked the three people in the propaganda department: "Do you understand?"

Chen Weifeng, head of the propaganda section, said: "I understand, it is to publicize that canned yellow peaches are good for the body, and to give our canned food as a gift, which is healthy and face-saving." ”

"What about you?" Song Weiyang asked the remaining two young men, one named Li Hong and the other Pang Xiaojian.

Li Hong said: "I think the same as Section Chief Chen. ”

Pang Xiaojian said: "Me too. ”

"Well, that's good. Song Weiyang nodded in approval, but he was actually a little speechless in his heart.

Chen Weifeng patted his ass and said: "It's still the director of Xiao Song, when this advertisement is broadcast, the people will definitely rush to buy it." ”

Song Weiyang couldn't help but enlighten: "From this advertisement, what publicity strategies can you see?"

Chen Weifeng said: "It's healthy, you have face, if you don't buy our canned food to send to your elders, it's not filial piety!"

"What else?" Song Weiyang couldn't help but hold his forehead.

Pang Xiaojian suddenly said: "Advertisements should be made to make people believe, and experts must be invited." This expert wore a white coat and looked formal, and when he spoke to make people believe it, others would come to buy it. ”

Li Hong said: "Yes, I want to eat canned yellow peaches when I hear it." ”

Alas, there is still a shortage of talents, and it is too difficult to train by yourself.

Chen Weifeng seemed to see that Song Weiyang was a little dissatisfied, and hurriedly said: "Director Song, you should tell us about it." ”

This guy, although his understanding is poor, his eyesight is not bad. He should go to the factory office to engage in personnel and reception, not to do propaganda work.

Song Weiyang gave a lecture on the spot: "What is propaganda? Propaganda is to let people know and remember. Just like people, it is difficult for people to remember if they look ordinary and dress ordinary. So, how do you make people remember?"

"Get dressed and look good. Chen Weifeng answered.

Li Hong said: "We must also have spirit and momentum. ”

Pang Xiaojian suddenly asked, "Can you dress up ugly?"

Hey, Pang Xiaojian seems to have a little cultivation value.

Song Weiyang smiled and said: "You can be ugly! I want people to remember, either beautiful or ugly, or speak loudly, or sing and dance." ”

"It's just to be different from others!" Pang Xiaojian concluded.

"Yes, it's different, this is the core idea of publicity," Song Weiyang said, "Look at our tangram cup series, the gift packaging box is beautiful, the canned bottle is beautiful, and people feel high-grade at a glance." It's called packaging, and it's like people wearing beautiful clothes!"

Pang Xiaojian asked: "What about ugliness? Ugly will only make people dislike." ”

"I said it's okay to be ugly, this kind of ugliness is a metaphor," Song Weiyang said, "and when it is put on advertising, it can make people annoy when they see it, and make people feel vulgar." If it's annoying, it's equivalent to making people remember, and the next time he sees it, he's likely to buy it. ”

Chen Weifeng was puzzled: "It's all annoying, how can he buy it?"

Song Weiyang asked rhetorically: "If you want to find someone to do something, there is a stranger you don't know at all, and there is an acquaintance who makes you feel very annoying." Which will you choose?"

"Of course it's an acquaintance. Chen Weifeng said.

"That's right," Song said, "when consumers want to buy a certain product, they go to the mall and have a look." Hey, I know this brand, their ads are annoying. Then buy this, after all, there are big brands with advertisements, and other brands don't know them. ”

Chen Weifeng patted his ass again, gave a thumbs up and said: "Director Xiao Song is a lot of truth, and I am old Chen!"

Song Weiyang said: "In addition to these, we also need to have bright spots in advertising. It's like a young man falling in love, you have to bring out your own strengths. You don't look good, and your family has no money, so what should you do? You have to appear to be diligent, to show that you can take care of people, and to show your advantages in order to catch up with the girl. ”

Li Hong also had some gains: "Our canned food is a young man, and the consumer is a girl, so we must show them the advantages." ”

"That's right," Song Weiyang said, "so you have to look for advantages." Take this advertisement as an example, we sell packaging and face, and we sell health. Yellow peaches are highly nutritious, and our canned yellow peaches are also low in sugar, which is the advantage!"

Pang Xiaojian asked: "What if the product has no advantages?"

"Then create merit!" Song Weiyang said, "merit is not necessarily a practical thing, it can also be a concept, a slogan." Have you heard of Lenovo, which sells computers?"

"I haven't heard of it. The three of them shook their heads in unison.

Song Weiyang said: "Lenovo is a comprador in the old saying, selling foreigners' computers to Chinese. But last year, they put out a very powerful advertisement, called 'What will happen to the world if humanity loses association'. Lenovo computers don't have any advantages, they sell concepts, people remember them when they hear them, as if without Lenovo, the earth will stop running. ”

"This advertisement is amazing!" Pang Xiaojian exclaimed.

Song Weiyang said: "I have assigned you a long-term task, insisting on watching advertisements every day, whether it is TV commercials or newspaper advertisements. After reading the advertisement, I have to analyze other people's advertising strategies, and I have to write an experience, I want to check!"

"Huh?" the three of them were dumbfounded, they hadn't written in years.

This is how talents are excavated and cultivated, among the three, only Pang Xiaojian has a little potential, and Chen Weifeng and Li Hong will be eliminated sooner or later.

Why is Shi Yuzhu so poor that he can't afford to pay his salary, and none of his core team has run?

Because it's all the talents he cultivated with his own hands.

Loyalty, easy to use.

Sometimes, his subordinates obviously put forward the wrong plan, but as long as it is harmless, Shi Yuzhu will remind the suggestion at the same time, and support his subordinates to give it a try and hit a wall. Talents grow up in the wall, and they are more convinced of the boss in the wall, and they are grateful to the boss for their generosity, and their loyalty is rising.

Song Weiyang said with a smile: "Let's go, let's go to the TV station, remember to watch more and learn more!" I am only responsible for contacting the provincial station, and you will contact the local city station, and I will give him a bonus if he talks well. ”

The advertising was quickly negotiated.

When Xikang Provincial TV heard that someone wanted to buy an advertisement for garbage time, it was as if joy had fallen from the sky and looked at Song Weiyang as a fool.

In the end, the plan was negotiated: broadcast four times in the morning, each time for 15 minutes, and the advertising cost for one hour totaled 12,000 yuan. It was broadcast three times in the afternoon, and the advertising cost of 45 minutes totaled 11,000 yuan. It was played four times in the early morning, and the advertising cost for one hour totaled 5,000 yuan.

Among them, the early morning was supposed to be a closed time, there was no program, and you could only watch snowflakes. The television station was delayed by a particular hour to dedicate it to the advertising of canned food.

In other words, the provincial station spends 2 hours and 45 minutes a day to broadcast canned advertisements, and the daily advertising fee is only 28,000 yuan - the city station is cheaper.

Song Weiyang signed a one-year contract in one go, prepaid 1 million, and the rest was settled monthly.

When the canned advertising becomes popular, you can make a lot of money by selling the contract.

(PS: Some classmates said that they would buy canned yellow peaches for their elders, and the elders also have high blood pressure and high blood lipids.) Don't buy it indiscriminately, Lao Wang is not responsible for eating it badly. ）